双一牌安全套市场竞争战略研究

上海交通大学硕士学位论文双一牌安全套市场竞争战略研究姓名：张清方申请学位级别：硕士专业：工商管理指导教师：余明阳20070128OEMTHERESEARCHOFCOMPETITIVESTRATEGYFORDOUBLEONEBRANDCONDOMMARKETABSTRACTThemarketvolumeofcondomisexpandingrapidlyinbothChinaandglobalmarket.Meanwhile,therearechaoticproblemsintheaspectsofquality,price,managementandbrandinthecondommarket.TheDoubleOneLatexFactorytheaffiliateofGuangzhouGuangxiangGroup,reliesonthegovernmentsupport.Itoperatesbypurchasingfromfixedsupplier,processingforexportandOEM(Originalequipmentmanufacture).Thispaperputstheresearchemphasisonhowtobreakthroughthestraitandkeepsustainabilityunderthenewcompetitivecircumstancesofprofitbeingonthedecline.Thispaperanalyzefromtheaspectsofthesalescondition,customersmarketandeffectivefactorsfromcustomers’behaviorsofvariouscondombrandsviadocumentarydata,liveevidences,contractresearch,acquiretheperceptionofcustomers’hobby.ThepaperalsoanalyzethecompetitiveenvironmentandstructureofDoubleOneLatexFactorybasedonMichelePorter’sstrategictheorycarryoutthestudyofopponentsandestablishthepositioninganddifferentiationstrategyofinnovativeproducts.Accordingtothedifferentiationstrategy,itworkoutdetailedtacticsandproofthecompetitivestrategybyimplementingpartsoftheworks.KEYWORDSCondom,CompetitiveStrategy,Differentiation,Brand,DoubleOne200701282007012820070128STDSOEM1`MBA11.1GB7544-20041.1.114P—Product—Price—Place—Promotion()2`MBA231.1.21.212G`MBA331.34P`MBA42.12.1.11200Condom()184319188319301956()271`MBA519882090[1]2.1.22.1.2.11355355233493120.04-0.090.030.03(0.07-0.09)3A.():B.C.:1-445806790`MBA6892.1.2.2,2.1.2.32.1.2.42.1.32005181SSLDUREX://`MBA715%200021.7200543120054324%3517.51020102030405020002001200220032004200511-120002005Figure2-1TheOutputofChinesecondomfrom2000to200535131/8STDSSTDS,15%20042010100.16401+15%6200412200830[2]2.1.47`MBA8[3]12005172004261248971.8%351998200184582669[4]22.00/12/80.00/12/32001000404[5]`MBA92223,9090%()()200100040DKT1200571731`MBA10DKT2-2Figure2-2ThemarketshareofsomecondomsbrandsinShanghai220012-3Figure2-3ThemarketshareofsomecondomsbrandsinYunnanandSichuan3`MBA112-4Figure2-4ThemarketshareofsomecondomsbrandsinGuangzhou42-5Figure2-5TheuseandWell-knownnessofcondombrand5--`MBA122-6--Figure2-6Theuseofcondombrandofcityrank6--`MBA132-7--Figure2-7Theuseofcondombrandofmaleandfemale7`MBA142-8--Figure2-8Theuseofcondombrandofsingleandmarried82-8--Figure2-8Theuseofcondombrandofeducationandincomeofpeople9`MBA152-9Figure2-9FrequentlypurchasesbrandVsThinksthebestbrand,,2319541954,`MBA16195520019562714199420069G7EN46001ISO9001GMPCCCDNVEN46001ISO9001CEFDA510K2007102000`MBA1731[6]STDS,32,3.2.13.2.1.11`MBA1853.1%75.5%[7]2343.2.1.212343.2.23.2.2.1`MBA191120l7422285.4[8]1401818252530303.662.929.34.360.710[9]199174524.15173089.5304510.562.324.1()[10](2)15816950.6%20.7%21.5%53.8%[11]71.0%47.1%[12](3)2010073%4`MBA203-1Figure3-1TheconsiderationsinchoosingacondomforProstitute3.2.2.2114-24500-2000`MBA2122435200033560()3.2.2.312`MBA2234563.2.311/5[13]58.08%29.36%[14]1,1866.6%1.7%47.7%[15]19965076.2%[16]5091.67%[17]231856.2%38.4%26.3%[18]4,80054%[19]36.8%44.2%[20]1997`MBA23[21]86.5%6.6%5.1%71.5%9.8%7.4%5.6%[22]3333-2Figure3-2Theconsiderationsinbuyingacondom103-1`MBA243-1--/12/3/45//6//78/9/10103-23-2--123456/7`MBA258/9/10103-33-3--1234/5678/9/10103-43-4--//12/`MBA263456//7/89/10MBA273.3.1STDSGB7544-20043.3.22-41-20.53.3.3STDS3.3.43.3.5/3.3.6-/MBA283.3.73.3.83.3.93.3.10/3.3.1110-12/33.3.123.3.13MBA293.3.143450016603002003-33-3Figure3-3Theplaceforbuyingcondom24MBA3016203-416-203-41620Figure3-4Theplaceforbuyingcondomfrom16to20yearsold20303-520-303-52030Figure3-5Theplaceforbuyingcondomfrom16to20yearsold30403-6MBA3130-403-63040Figure3-6Theplaceforbuyingcondomfrom30to40yearsold403-7403-71620Figure3-7Theplaceforbuyingcondomover40yearsoldMBA32414.1.14-1MBA334-1Figure4-1Thedrivingpowerofcompetition(1)(2)(3)MBA34(4)(5)MBA35SWOT4.1.2123(1)MBA36(2)Caterpillar(3)MBA374.1.342:1MBA3821/3OEM2/320003TROJAN4PU5LOVE18/MBA3943SWOT4.3.1()200620000740000860005.1.21,2MBA46345241010060,MBA47G(GG1950Dr.ErnestGrafenberg1/3GG1982200G80%10%G)2006924G5.2.1G5.2.2GG5.2.35.2.4VIVICIMBA485.2.51234567()8CEFDACCC,53MBA49545.4.112345678100%95.4.2MBA50555.5.1,,,:112345/2MBA51EveryoneEverydayEverything5.5.25.5.2.1Itakecareofyou!,GG5.5.2.21234567-11BPMBA527895.5.35.5.4200419.1199810802006924G565.6.1MBA535.6.25.6.35.6.45.6.4.1GGGMBA54G--5.6.4.2,MBA55,,2006117-11C-STOREBP200612(1)(2):5.6.4.3MBA565.6.4.42006G924GOOGLEBAIDUGGGGGGG2006092501:25GGG100GMBA57G2[e-mail]52006MBA61520305125.6.5062006200012005003001KA20.63:314150(3000.5)6075/+14/+53/+13/+12/+110/+101.5/9/121004305.6.61600017.55%MBA6260005%=30